CHALLENGE

Position New Balance as a dynamic, forward-thinking brand for football by launching new kits for five sponsored clubs in a way that resonates with the authentic heritage of each team and highlights New Balance’s technical innovation. The campaign must appeal to a diverse, global fanbase and generate excitement across New Balance’s digital and social channels, ultimately driving engagement and sales.

INSIGHT

Football fans have a deep emotional connection to their clubs’ identities, which are built on unique histories, legends, and enduring community values. Fans seek both the familiar sense of heritage and the thrill of progress when new kits are revealed. Leveraging these narratives with a unifying New Balance theme will enhance credibility and allow the brand to engage with fans’ identities as loyal supporters.

SOLUTION

Create a unified campaign theme, "Beat Predictability," that ties each club's rich heritage with New Balance’s commitment to performance innovation. Each kit launch will focus on an individual club story, underscoring themes like legacy, courage, and progress, while incorporating New Balance’s technical features like breathability, durability, and comfort. This approach brings forward a story of evolution—showing how each kit not only honours tradition but advances performance. By showcasing iconic moments and future potential, the campaign invites fans to connect emotionally, rally around their team’s story, and view New Balance as an integral part of their club’s journey forward.

Tagline: "Built on Legacy, Engineered for Glory."